Taking Your Retail Business Mobile

Q. What steps do I need to take to brand my business well on mobile? I’m an apparel retailer with a limited marketing budget. How should I best allocate my marketing dollars to take advantage of mobile marketing?

Jake Fell: Smartphone usage has become abundant among consumers and mobile marketing will increase in importance in the next few years. Mobile marketing may mean many things, such as apps, text and multi-media messages, push notifications, mobile coupons, QR codes, or simply optimizing your core online presence (such as your website and e-mail) for mobile.

Fortunately, great branding on mobile for an apparel retailer does not need to be difficult or expensive. You should focus on your core online presence by optimizing the channels most ubiquitous with your customers. A simple solution is to use responsive HTML in your website and e-mails. Consumers using smartphones don’t want to scroll, zoom or read mountains of copy to get your message. Responsive HTML solves this challenge by adapting content to a user’s screen size, regardless whether the user is on mobile or a desktop computer.

The good news is responsive HTML websites and e-mails are relatively inexpensive and easy to implement. Plus, a mobile friendly website and e-mail program will brand your business as modern and easy to do business with.

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John Fell spent 25 years as a high-end apparel retailer and three as a retail consultant before founding eMarketing Logic (E-Mail Logic) in 2002. With his hands-on experience in retail, his knowledge of digital marketing and his passion for the menswear business, John has helped over 100 small retailers and vendors successfully transition from traditional marketing to new media.

Jake Fell is the Director of Business Development at eMarketing Logic and oversees their production team. He takes pride in working alongside dozens of the nation’s top menswear retailers, learning their opportunities and helping them achieve tremendous ROI and a modern online presence. Jake assists retailers in evolving their image and value proposition to be more appealing to younger customers. He understands independent retailers wear numerous hats and strives to simplify the marketing process for clients and make their lives easier.

eMarketing Logic, founded as E-Mail Logic in January 2002, has been helping the specialty apparel industry transition from expensive, ineffective, and outdated forms of marketing to cutting-edge, cost-effective solutions.